A new history that appeals to urban athletes

New History co-founder Tyrone Favery said the brand was designed to represent inner-city athletes, urban athletes and people of color. From its branded nootropic ingredients to its urban comic pop art imagery, New History appeals to demographics that have been historically ignored in sports nutrition.

“When you look at the sports nutrition field as a whole, you see very little representation of people of color among the major companies in the field. I’m not just talking about models or visual representation, I’m talking about leadership in general,” Favery said. “So what we’re trying to do is fill in that gap a little bit and bring a little more education about supplements and nutritional sources to urban communities.”

New History’s pre-workout supplement is designed to meet the specific fitness and nutritional needs of urban athletes and features branded ingredients such as AstraGin, Cognizin, CognatiQ and Nitrosigin, and Favery said the team went all out in formulating it.

“By going all in, I mean top-class support, top-class consulting, top-class ingredients, top-class products, everything. I thought, if we’re going to do this, let’s do it. Me and my partners, a couple of consultants, people from other disciplines all came together and worked with manufacturers to really develop something that was effective and non-intimidating,” Favery said. “We did a lot of R&D, we did a lot of testing, we worked with a lot of ingredient manufacturers, and we ended up with four products. [branded ingredients] That’s what’s in the product we have here today.”